Professional Documents
Culture Documents
Mary KayAsh,thefounder of Mary KayCosmetics, said After dinner, askyour Advisory Council some quest: ,
that she belreved that everybody she met had an invisible lrke, "l'd liketo giveyou a sneak peek at some new p,-
sign on their forehead that said, "Make me feel impor ucts and services we are thinking about roJling out
tant "And makingthem feel important was one of the key doyou think?"or "This rs our new bus ness plan for -=
factors to her success. year What advice would you give us?"
lf you think about it, her entire business mode was based
on making other people feel important. Her best sa es-
s?) :
And you know, it really doesn't matter what they
important thing is thatyou madethese people, who s..
people drove around in pink Cadillacs. And by the way it to know everybody in the community, feel important
wasn't.1ust a limited numberof hertop salespeoplewho
drove those Cadrllacs. No, if you achieved a certain goal, Not onlywilJthey be happyto meet other like-minde ,
anybody on the team cou d been seen driving around influential members of the community at the quarte
town in a Cadillac And how did you as a salesperson meeting, they are likely to become lrfetime custome,:
ach eve that goa , by makrngyour customers feel more themselves. (After all, who amongyour competrtors;.:
attractive a nd i m porta ntl treating them so royally?) Best of ail, they likely will b.
unable to contain their enthusiasm around others ab:
Ratherthan you as a sma I business person spending howyou make them feel specia .
And you too can get it, forthe price of dinner and some
drinks, simply by makingyour best customers feel
i m po rta nt.
Farm a Fraternity
We tend to like, trust and buy from peopJe who are like
us; we tend to not like, trust or buy from people whom
we perceive are unlike us. There are plenty of potential
customers in the communitywho are.lust likeyoul Hou.,
doyou know? They share the same interests thatyou dc
urh ch is a great starting point for building a business
relationship
Continued on page a.
Continuedfrom page 12
. Other business and civic grouPs these benefits by once a month makingtwo future lnsu '
. AlLrmniassociations and PTAs ance clients feel irnportant.
. Fitness centers
. Toastmasters Team Up for Fusion Marketing
.Church groups A customer database is oftentimes the most valuable
. Softballteams asset any small business possesses.
. Klds'baseball, basketball or soccer eagues
Another business may not want to give up or se you a
list of their va ued customers, but you don't need to bu,t'
But be sure to do this right. We've all been to events and
their list.You can simplyteam up with a non competing
encounter people trying to build business re ationships
but com plementa ry busi ness to promote you r prod ucts
tie wrongway. They wa k around the room, movingfrom
pe rson to person, repeatingthe same proc amation,
and services to those customers and share the marketing
ex pe ses.
which is something like, "Hil l'm Joe! lf you ever need your
n
computer fixed, call mel"while shoving a business card in Exam ples have included :